Bite-size Case Study

Zomato: repositioning amid COVID-19

Published on April 27, 2022 Originally recorded 2022   6 min
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This case study is about Zomato. Particularly how it has repositioned itself, rebranded itself, in the backdrop of the COVID-19 pandemic.
Now for those of you who are not familiar with India, a brief background. Zomato is an Indian restaurant aggregator and food delivery startup. It provides information, menus and user reviews of restaurants as well as food delivery options from partner restaurants in select cities. Zomato also began grocery delivery amid the COVID-19 outbreak. Zomato is valued at 2 billion USD.
What are the initiatives Zomato took up during COVID-19? I still remember media reports where it was suggested that the delivery boys of Zomato were responsible for spreading the coronavirus. In fact, COVID-19 has impacted all of our lives very unexpectedly, and it has hit the food industry the worst, with many restaurants completely shutting down. But Zomato has been a huge help to its customers along with its partner restaurants. It has made efforts towards its customers, delivery partners and the underprivileged community.
What are the steps it took in the wake of the COVID-19 pandemic and consequent media reports suggesting that the delivery boys could also be carriers of the coronavirus? It emphasized on contactless delivery. It emphasized on face masks. As part of its efforts, it has disabled cash on delivery, which used to be the most popular mode in India. It has ensured that all payments are made online. It has also started something called the Zomato Gold Extension. As a small gesture from their end, they have decided to extend all paid Zomato gold memberships by two months at zero cost. What has it done for the delivery partners?